Public and consumer uses are changing. Naturally combining one media with another, audiences follow their favorite contents on any kind of screen: cinema, TV set, mobile devices, web, videogames… These audiences immersed in the 2.0 culture develop an active participation mode, take ownership of the stories, and become more and more involved as actors in their own stories, as “spect’actor”.

Transmedia storytelling addresses this evolution: every chapter is conceived specifically for the media distributing it, and each chapter builds on and adds to the previous one rather than repeating the narrative, thus creating a unified and enriched story universe. Viewer discover a universe with multiple ramifications across devices, participate to community dedicated to the content they like, and get closer to the story creator.

Orange intends to assist transmedia creation and consumption, and I initiated Transmedia Lab as a way to spark transmedia creation. It’s an open place of exploration and audacity bringing together players from different worlds: television, cinema, video games, Internet, etc.